杭州经济型酒店的顾客满意度研究——基于携程网网友评价的内容分析

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硕士学位论文

摘要

浙江杭州作为全国重点风景旅游城市和历史文化名城，旅游资源丰富、交通便

利、国民经济持续增长，具备经济型酒店发展的良好社会条件。随着近几年杭州

市经济型酒店的蓬勃发展及竞争加剧，若想在激烈的竞争中立于不败之地，杭州

经济型酒店必须重视提高其服务的质量，增强顾客的满意度。

本文首先对经济型酒店的研究现状、顾客满意度的相关理论以及内容分析法

的研究过程加以介绍，为本文后续的研究奠定了理论基础，并为评价体系的建立

奠定了分析思路。在总结相关学者对酒店顾客满意度分析方法的基础上，本文从

受到网友广泛信任且真实度较高的网站中选取大量的网络评价进行分析及归纳，

以内容分析法为研究方法，将这些文字性内容进行关键字提取，指标分类、编码，

从而试图发现样本中呈现出来的目前杭州经济型酒店的发展和经营现状。

在此基础上，根据前文以内容分析法提炼的评价体系及所提取的数据进行了

实证研究，主要包括四大类：第一部分是对数据进行描述性统计分析及相关性分

析，第二部分是从重要性和满意度两个指标为基础进行了重要性及表现分析（IPA

模型分析），第三部分是从顾客出行目的的不同，探讨不同出行目的的顾客对酒店

提供的产品与服务的关注度及满意度的对比分析，第四部分是选取了杭州八个有

代表性的连锁经济型酒店进行比较分析，来总体感知顾客对目前杭州经济型酒店

的满意度现状。

总体来看，顾客对杭州经济型酒店的满意度并没有达到一个理想的水平，各

项服务的满意度处在 2-4 分之间，分布比较均匀，略高于平均分值。目前，酒店

在“房间”、“总台服务”、“地理位置”、“卫生间”、“周边交通”等方面取得了不

错的成效，能够较好的满足顾客的需要。但是，酒店在“隔音”方面存在着之分

严重的不足，希望能够引起酒店管理者足够的重视。相较于总体水平的不足，杭

州的八大品牌连锁经济型酒店的顾客满意度都处于一个比较高的水平，各酒店的

满意度差异并不是很明显，基本设施及服务质量都受到顾客的广泛好评。

根据上述的研究结果，并结合目前杭州经济型酒店的实际情况，本文从加强设

施设备、提高服务质量、注重酒店选址以及重视关系营销等几个方面提出了改善

酒店产品服务及提高顾客满意度的具体对策建议。

笔者发现，目前对于酒店的研究已经建立了一定的基础，但是大部分学者针

对顾客满意度的研究领域集中于星级酒店，对于经济型酒店的顾客满意度研究还

不足，并且，针对某个区域的经济型酒店的顾客满意度做一个全面综合分析的相

硕士学位论文

关研究就更少了。其次，大部分的学者针对酒店顾客满意度的研究是以规范的角

度，通过对理论基础的研究，模型的构建去探讨哪些因素影响顾客满意度，而以

顾客对经济型酒店满意的直接感知、自我评价等一手资料为基础来测评经济型酒

店产品及服务质量水平的研究较少。并且，对于酒店顾客满意度的资料收集方式

比较单一，主要集中于问卷发放形式，基于各种网友评价进行研究的学者寥寥无

几。

基于己有研究的不足，本文针对某个具体区域——杭州经济型酒店的具体情

况，站在顾客的角度，大量采集网友对酒店服务的真实评价，并以此作为研究样

本，通过内容分析法，对这些顾客评价进行科学规范地提炼，来探讨哪些因素影

响酒店的顾客满意度，这不仅是理论上对我国现阶段的酒店顾客满意度研究的一

大创新，也能为提升酒店的顾客满意度带来更大的实践价值，同时也深化了内容

分析法在顾客满意度领域的研究。

关键词：杭州经济型酒店；顾客满意度；内容分析法

硕士学位论文

III

ABSTRACT

As a national key tourist city and the historical city, Zhejiang Hangzhou is rich in

tourism resources and full of convenient transportation. In other words, Zhejiang

Hangzhou is equipped with excellent Social conditions for economic hotel

development .With the vigorous development and increased competition in recent years,

how to improve service quality and how to enhance customer satisfaction? The answer

is the key for economic hotel in Hangzhou to strengthen competitive advantage.

Firstly ，this paper introduce the present research of economic hotel , the related

theories of the customer satisfaction and the process of the Content Analysis ,which

lays a theoretical foundation for the follow-up study and build the establishment of the

evaluation system. In summing up the basics on the trust by the users of the hotel

customer satisfaction analysis method by the relevant scholars，and select a large

number of network evaluation from true degree of taller website to analyze and

summarize, with the method of content analysis as a research method, the text content

key word extraction, index classification, coding, thus trying to find samples show at

Economic Hotel in Hangzhou development and management current situation.

Then, based on the evaluation system developed from the Content Analysis and some

relevant data, the empirical analysis could be divided into four parts: (I) Descriptive

statistical analysis and correlation analysis on data; (II) IPA Analysis based on two

indicator: the degree of importance and satisfaction; (III) Based on various purposes of

customers, comparative analysis is used to focus on the Economic Hotels' products

and services, which customers care about; (IV) To investigate the degree of satisfaction

of customers, eight Economic Hotels chains will be studied.

Generally speaking, the degree of satisfaction of customers fails to achieve an ideal

level, ranging from 2 to 4 and showing an even distribution. In addition, investigation

demonstrates that customers tend to feel satisfied with the condition of rooms and toilets,

the service of the reception, the location of the hotel and the situation of traffic around

the hotel, while they seem to care more about the sound insulation of each room.

Although many other hotels in Hangzhou fail to satisfy consumers, these eight

Economic Hotel chains appear to meet their demand, with no significant differences on

the degree of satisfaction. Also, customers are quite pleased with the good quality of

硕士学位论文

services and well-equipped rooms.

Therefore, according to the research made above and real situation of Economic

Hotels in Hangzhou, this paper attempts to offer some specific suggestions on the

improvement of products and services of hotels and the degree of customers'

satisfaction by focusing on the facilities of hotels, the quality of services, the location of

hotels and relation marketing.

It is found that there are many previous relevant researches on this topic, but most

of these studies pay more attention on the Starred Hotel rather than Economic Hotel. In

addition, even more limited comprehensive analysis has been made on the customers'

degree of satisfaction within a specific section. Besides, the previous analysis about

Customers Satisfaction are mostly developed in a normal way and on the basis of

theoretical researches by constructing mathematical models. Nevertheless, very few of

them try to use customers' direct perception and self-assessment as a way to evaluate the

quality of services and products in Economic Hotel. Finally, previous studies mainly use

questionnaire survey as the method of collecting information on the degree of

satisfaction. However, the customers' comments posted in the internet are barely

adopted.

Thus, considering the flaws in previous studies, this investigation attempts to

examine some factors which could affect consumers' degree of satisfaction of Economic

Hotel in Hangzhou. Unlike former researches, people's comments on the hotel which

are posted in the internet will be largely adopted as samples. Base on these samples,

Content Analysis will be made to figure out factors affecting consumers' degree of

satisfaction through refining those comments in a normal and scientific way. Not only is

it a breakthrough in the theoretical research on consumers' degree of satisfaction, but

also a new way of improving it. Besides, this investigation could further deepen the

understanding of Content Analysis in the field of consumers' degree of satisfaction.

Keywords: Hangzhou economic hotel; Customer satisfaction; Content analysis

硕士学位论文

第1章绪论 .....................................................................................................................1

1.1 研究背景和目的 .....................................................................................................1

1.2 研究意义 .................................................................................................................2

1.3 研究内容 .................................................................................................................3

1.4 研究方法 .................................................................................................................5

1.5 创新之处 .................................................................................................................6

第2章文献综述与理论基础 .........................................................................................7

2.1 经济型酒店 .............................................................................................................7

2.1.1 概念界定 ..........................................................................................................7

2.1.2 发展趋势 ..........................................................................................................8

2.1.3 国内经济型酒店的研究现状 ..........................................................................9

2.2 顾客满意度 .........................................................................................................11

2.2.1 顾客满意度的概念界定 ................................................................................12

2.2.2 顾客满意度的影响因素 ................................................................................13

2.2.3 顾客满意度的测量 ........................................................................................14

2.2.4 经济型酒店顾客满意度的研究现状 ............................................................15

2.3 内容分析法 ...........................................................................................................19

2.3.1 概念及特点....................................................................................................19

2.3.2 方法的应用领域............................................................................................20

2.3.3 方法的研究步骤............................................................................................21

2.3.4 方法的优点....................................................................................................23

2.4 文献研究述评.......................................................................................................24

第3章研究方案的设计 ...............................................................................................26

3.1 研究对象及研究思路 ...........................................................................................26

3.2 选取样本................................................................................................................27

3.2.1 样本网站的选取 ............................................................................................27

3.2.2 样本酒店的选择 ............................................................................................27

3.2.3 评论样本的选择 ............................................................................................28

3.3 评价体系的建立....................................................................................................28

硕士学位论文

3.3.1 关键词提炼 ....................................................................................................28

3.3.2 归类依据 ........................................................................................................31

3.3.3 评价指标归类 ................................................................................................32

3.3.4 评价体系的建立 ............................................................................................34

3.4 编码及信度校验 ...................................................................................................35

3.4.1 李克特编码 ....................................................................................................35

3.4.2 信度的校验 ....................................................................................................36

第4章实证研究分析 ...................................................................................................38

4.1 描述性分析 ...........................................................................................................38

4.1.1 综合评价指标分析 ........................................................................................38

4.1.2 设施设备指标分析 ........................................................................................39

4.1.3 服务评价指标分析 ........................................................................................40

4.1.4 周边环境指标分析 ........................................................................................41

4.2 相关性分析 ...........................................................................................................42

4.3 重要性及表现分析（IPA 分析）........................................................................46

4.4 基于顾客出行目的的评价指标差异性分析........................................................48

4.4.1 酒店指标关注度的差异分析 ........................................................................49

4.4.2 酒店指标满意度的差异分析 ........................................................................51

4.5 基于酒店品牌的评价指标差异性分析................................................................53

第5章研究结论与相关建议 .......................................................................................54

5.1 研究结论................................................................................................................54

5.2 相关建议................................................................................................................56

5.2.1 加强设施设备 ................................................................................................56

5.2.2 提高服务质量 ................................................................................................57

5.2.3 注重酒店选址 ................................................................................................58

5.2.4 重视关系营销 ................................................................................................59

参考文献 .......................................................................................................................61

附录：选入本文研究样本的经济型酒店 ...................................................................65

致谢 ...............................................................................................................................67

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摘要：

硕士学位论文I摘要浙江杭州作为全国重点风景旅游城市和历史文化名城，旅游资源丰富、交通便利、国民经济持续增长，具备经济型酒店发展的良好社会条件。随着近几年杭州市经济型酒店的蓬勃发展及竞争加剧，若想在激烈的竞争中立于不败之地，杭州经济型酒店必须重视提高其服务的质量，增强顾客的满意度。本文首先对经济型酒店的研究现状、顾客满意度的相关理论以及内容分析法的研究过程加以介绍，为本文后续的研究奠定了理论基础，并为评价体系的建立奠定了分析思路。在总结相关学者对酒店顾客满意度分析方法的基础上，本文从受到网友广泛信任且真实度较高的网站中选取大量的网络评价进行分析及归纳，以内容分析法为研究方法，将这些文字性内容进行...

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